sentient prime™ implicit workshop from iiex na 2015

ADDING IMPLICIT METHODS TO YOUR RESEARCH

TOOLBOX

bit.ly/sentientdemoiiex

TRY.SENTIENTPRIME.COM

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CONSUMERS OFTEN CAN’T OR WON’T TELL YOU THE TRUE DRIVERS OF THEIR BEHAVIOR.

SENTIENT PRIME® IMPLICIT RESEARCH TECHNOLOGY HAS MEASURED OVER 50 MILLION

SUBSCONCIOUS ASSOCIATIONS WITH BRANDS, PRODUCTS AND PACKAGING ACROSS THE GLOBE IN THE LAST 12 MONTHS ALONE…

BUSINESS HAS BEEN WAITING FOR PRACTICAL

AND SCALABLE METHODS FOR

MEASURING THOSE SUBCONSCIOUS

DRIVERS.

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WORKSHOP OUTLINE

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1. IMPLICIT RESEARCH TECHNOLOGY

– TRUE IMPLICIT VERSUS “FAST EXPLICIT”

TECHNIQUES

2. IMPLICIT BRAND STUDY AS A RESPONDENT

– BIT.LY/SENTIENTDEMOIIEX

3. INTERPRETING IMPLICIT RESEARCH RESULTS

4. DESIGNING A TRUE IMPLICIT BRAND STUDY

– DESIGN LOGIN: TRY.SENTIENTPRIME.COM

5. DESIGNING A TRUE IMPLICIT ADVERTISING TEST

6. DESIGNING A TRUE IMPLICIT PACKAGE TEST

7. DESIGNING A TRUE IMPLICIT CONCEPT TEST

8. ADDITIONAL APPLICATIONS

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1. IMPLICIT RESEARCH TECHNOLOGY

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implicit research technology, n. A specialized set of indirect research tools that can reveal System 1 processing by measuring unintentional and uncontrollable responses to stimuli.

Implicit research techniques must not be direct, deliberate, controllable self-assessments.

- Nosek, Hawkins & Frazier, 2011

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DON’T THINK OF A WHITE BEAR

AUTOMATIC, IRREPRESSIBLE COGNITION

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Gawronski & Bodenhausen (2006)

PRIMING AND RESPONSE TIME COMBINED WITH EXPERIMENTAL DESIGN MEASURES NEURAL NETWORK ASSOCIATIONS

Happiness

Refreshing

Guilt?

Sexy?

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IS IT IMPLICIT?

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“FAST EXPLICIT” TECHNIQUES REQUIRE AN EXPLICIT JUDGMENT (INTENTIONAL & CONTROLLABLE)

AND OFTEN MEASURE THE RESPONSE TIME (INDIRECT) –

MEETING ONLY ONE OUT THREE IMPLICIT CRITERIA

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True Implicit techniques

must not be:

DirectDeliberate

Controllable Self-

Assessments

“Fast Explicit” – quick conscious judgments

Try it on your mobile: bit.ly/sentientdemoiiex

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AFFECTIVE PRIMING IMPLICIT

TECHNIQUES FIRST DISPLAY A

“PRIME”

THEN AN EMOTION OR AN

ATTRIBUTE APPEARS THAT NEEDS TO BE CORRECTLY

SORTED INTO A “BUCKET”

NEGATIVE

POSITIVE

THE RESPONSE TIME IS

RECORDED AS AN IMPLICIT MEASURE OF

THE ASSOCIATION BETWEEN THE “PRIME” AND THE “BUCKET”

NEGATIVE

POSITIVE

REID & DECKER (2014): TRUE IMPLICIT TECHNIQUES MEASURE NON-CONSCIOUS ASSOCIATIONS AND HAVE DISTINCTIVE PREDICTIVE

PROPERTIES

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True Implicit Techniques must

not be:

DirectDeliberate

Controllable Self-Assessments

True Implicit with

Try it on your mobile:bit.ly/sentientdemoiiex

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GLOBAL. MOBILE. TRUE IMPLICIT.

Device, OS and Web Browser Agnostic = representative true implicit research technology.

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2. IMPLICIT RESEARCH AS A RESPONDENT

bit.ly/sentientdemoiiex

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3. INTERPRETING IMPLICIT RESEARCH

RESULTS

IMPLICIT ASSOCIATION MAPS SHOW DIFFERENTIATION

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105

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Strength of Implicit Association with Brand

Client Brand

Competitor Brand

Social

Happiness

Satisfaction

Guilt

ExcitementSexy

Rewarding

Refreshing

Weaker fit Stronger fit

Associations are stronger to the edges and weaker toward the center

NOTE: Gray boxes illustrate the zone of standard error around the Total Average values on each dimension. Data points that do not overlap a gray box are significantly different from average on that dimension, at the 95% level of confidence.

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4. DESIGNING A TRUE IMPLICIT BRAND STUDY

TRY.SENTIENTPRIME.COM

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5. DESIGNING A TRUE IMPLICIT ADVERTISING

STUDY

TRY.SENTIENTPRIME.COM

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6. DESIGNING A TRUE IMPLICIT PACKAGE

TESTING STUDY

TRY.SENTIENTPRIME.COM

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6. DESIGNING A TRUE IMPLICIT CONCEPT

TESTING STUDY

TRY.SENTIENTPRIME.COM

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ADDITIONAL APPLICATIONS

TRY.SENTIENTPRIME.COM

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TRY.SENTIENTPRIME.COM

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Application: New Product Launch and Inventory Management

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69

94

"Buyer's Judgment" Reason Based Model Alone Proportion of Emotion Model

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Application: Price and Package Size Optimization

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41

51

80

Reason Based Model AloneImplicit Emotion Model AloneProportion of Emotion Model

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SA

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REC

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YApplication: Feature and Benefit Message Emphasis

79

92

Reason Based Model Alone

Proportion of Emotion Model